Hey everyone! My name's Peter. Been a member of MMM since mid-October. Insider member since Xmas (it's currently January 2015).
First off: I want to thank you, John, for this course. Super major Cyber-Fist Bump/Hug is in order. It's truly been eye opening. I was getting pretty down about how things were going as a musician. Didn't seem to be any real way to catch a break. Then I came across this on my birthday, actually. Turned 30, saw a MMM Facebook ad. It was like an omen. The best kind.
I've so far had great success on my Squeeze page and ad campaigns on Facebook.
I've made two identical campaigns/Squeeze pages that are both currently operating at a whopping >100%! Here's a link to the Squeeze: http://www.patchbandmusic.com/.....racks-main
My ad says:
"NINE INCH NAILS FANS
If you're a fan of Trent Reznor then you have to hear this new Deathpop band." The pic is a closeup dramatic pic of my face.
I've named a genre that is enticing (or enraging) to people: Deathpop. It was a loose term by the band Orgy in the late 90's, but it hardly has any connotation to anything of relevance, currently. So that helped people submit. And fans of NIN are loyal and rabid, clamoring for anything Trent Reznor related.
Ads and Squeeze pages are swell, to say the least. I spent a wee bit too much on the campaigns, excited by the response I was seeing. But, Jesus, I lost $140 altogether. Didn't know how to play the game. The latest one, my conversion costs were good, but I'm not seeing the sales I'd need to recoup my costs . . .
My email series needs a bit of work. I've got 500 subscribers and 13 buyers, 6 of them through my Bundle. The others were through Bandcamp on my Facebook page. So, really, 6 people took to my emails. (I initially made it so people couldn't buy through Bandcamp due to them not getting on my Customer list, but I realized a lot of people wanted to buy through an outlet they've come to trust. I made more money once I opened it up again. Not sure this is the best practice, but they're still on my initial mailing list.)
People are opening my emails, to an extent. And when they do, they don't click on the Bundle links. So I've got to work on my copy. Make it a bit more personal. I realized the tone changed halfway through the email series. They're pretty much copied verbatim to John's examples (emails 4,5,6). I had a couple responses saying "I feel like I'm being hustled." And I've shortened the email list from 6 to 5. My crazy story blog (my version of John's "I Killed Johnny Cash") felt unnecessary and led people to respond "You're sending me too many emails."
I initially got 100 unsubscribers in the first campaign. Oof. After my reduction: 4 in the second campaign. So, that worked!
But now it's my copy, especially in the Bundle emails.
I'm fervently working on free content, writing five articles a week (it takes me pretty long to write an article. I'm a perfectionist.). Posting to EzineArticles, ArticlesBase, AreaVoices. HubPages is a pain in the ass. You can't really link to your website. They're pretty good about spotting that. AND you can't post articles that you've published elsewhere. They'll ban you. I've been formally warned
GoArticles went down this past weekend, ironically. That was the easiest to post at.
Looking into MyBlogGuest now, and another one John linked to in one of his monthly training sessions about SEO in 2014. Something Troubadour. Going to also work at guest blogging and YouTube vids.
Have yet to make my Upsell page, but that's on the docket for this week.
Hopefully, and this is a BIG hopefully, if I make content 5 days a week, break even on all my campaigns on Facebook, I can go full time musician by late summer.
Thanks again for this, John! I'll post updates if people are interested.
Hey Peter,
Great to hear that you've got goals and that you're taking a lot of action. You're seeing your list grow and your squeeze page is converting well. That's fantastic! But as you mentioned, the sales are not where they need to be so the funnel itself still needs work. A couple of thoughts I had while reading...
1. I find that people who rely heavily on my email swipes either knock it out of the park right away, or struggle entirely until they abandon the templates and really insert their own personality into the writing. It has a lot to do with the genre I suspect. And a NIN crowd is going to likely want something that feels quite a bit different than the tone of the email templates I put together. So my advice would be to really start from scratch with those emails, keep the triggers in mind, but just close your eyes and imagine what the reader is feeling and thinking as they open each email. Speak to the real person opening that email and frame your brand the way it really needs to be framed to be received well by your demographic.
2. You mentioned relying on free traffic. My honest feeling is that this is a mistake and a much slower path to where you want to be. Improving your funnel to the point where you can afford paid ads will be much less time consuming than driving all that free traffic just so that the sales are $100 profit. But in my opinion paid ads really need to be part of your end game. Otherwise it's just so dam time consuming. And it's only gotten harder since 3.0 was released. As you're seeing. But to be profitable, you're really going to need to get an upsell in the funnel, and possibly even promote some kind of events. Be them online, house concerts, or just regular old gigs.
3. You commented on the fact that you got a little flack. Unsubscribes, people saying you emailed too much, etc. My advise is to not let that stuff affect your choices. You want to listen to a certain extent, as there is always room for improvement. But you will never please all the people, all the time. This is direct response marketing. When you solicit a response, you will always get one. It won't always be positive. What I tend to do is ignore the negative, but really pay attention to the positive. For example, if I get a high unsubscribe rate on an email, I don't care so long as my sales rate is high. If it was low AND I got a high negative response then that would be cause to rethink the way I was communicating. But typically the emails that make me the most money are also the ones that get the most negative feedback. You'll find no shortage of very successful people that will tell you the same thing. I learned a long time ago that I needed to trust the process. In my early days online I can't tell you how much a "You're emailing me to much" message would freak me out and make me consider ending the promotion early, only to email the next day anyway and make many thousands of dollars as a result. Just know why you are doing what you are doing, be ethical, and don't let a few haters take you off task. The kinds of comments you mentioned are very common. I'm curious, when you changed up your funnel and your unsubscribes went down, did your sales go up, or did they go down?
Anyway, good to have you in the members area and best of luck in 2015.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks for the response, John!
My sales went wayyyyyyy down, actually.
Since this last campaign experiment, I've redesigned my sales pages to fit my band's look a little more, and I've gotten people (primarily another online salesman/musician who has had success with messaging) to help me rewrite the emails. Still waiting for the new subscribers to fall through the funnel. So results pending . . . but I think I'm on the right track. Baby steps, right?
Totally. Sometimes we knock it out of the park with the first try, other times it takes dozens of revisions. But there is always a path. Let us know how you do. Break a leg.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Peter, let's get together! I'm in Minneapolis as well and always looking to brainstorm with fellow musicians! Let me know. I'd love to come out to a show sometime or get together for lunch or a beer. Hit me up - mike@sunspotmusic.com